Learning outcomes

After completing the course, the student understands the strategic role of marketing communications in interactively engaging with customers and other stakeholders. The student is able to plan and evaluate the use of different communications tools in the changing mediascape. In addition, the student can critically assess ethical concerns related to marketing communications.

Contents

The course familiarizes students with the key concepts and theories of marketing communications. Special focus is on the use of various tools and techniques in different channels as well as the strategic role of the brand as the core of marketing communications. Furthermore, changes taking place in the mediascape as a result of various trends such as social media, user-generated content, blogs, viral marketing and mobile applications, are discussed, enriched with examples from practice.

Teaching methods

Teaching method	Contact	Online
Lectures	20 h	0 h

Teaching language

English

Evaluation

Numeric 1-5.

Study materials

1. Dahlen, Micael, Lange, Fredrik & Smith, Terry: Marketing Communications: A Brand Narrative Approach, Wiley: Chichester, 2010.
2. Other materials given by the lecturer, e.g. academic articles.

Further information

Recommended year of study: 1. year, spring (for degree programme students)

Belongs to following study modules